Southeast Asian consumers have a tendency of making larger purchases on repetitive dates, creating a unique shopping trend not found anywhere else in the world.
|Promotions on repetitive dates are a common tool in the arsenal of shopping platforms in Southeast Asia |
A survey on shopping behaviours conducted among consumers across Thailand, Indonesia, Myanmar, and others by Facebook Inc. and Bain & Co. highlights an interesting idiosyncracy in the Southeast Asia region.
Accordingly, up to 86 per cent of the 4,000 respondents across the region said that they prefer shopping on repetitive dates (days when the date of the month and day are the same). 43 per cent of them are from Vietnam and Thailand.
Since the ascension of online shopping in the past few years, e-commerce platforms have been continuously offering promotions, including many on repetitive dates. In Vietnam, all of the largest e-commerce sites like Tiki, Sendo, Shopee, and Lazada are now advertising promotions on July 7. Previously, they also released discount codes on June 6, May 5, and April 4, among others.
Benjamin Joe, vice chairman of Facebook in Southeast Asia and emerging markets said that this is a unique phenomenon that only takes place in the area. Southeast Asia-based e-commerce companies tend to organise promotion programmes on these days instead of traditional shopping holidays like Black Friday or Single Day.